Developing a TQM Evaluation Indicators for Rural Tourism in Jordan

Abstract

The study aims at developing a Total Quality Management model TQM indicator for small businesses in rural touristic businesses in Jordan including (accommodation, travel and services including accessibility, sites, local product information) to support rural planners for the implementation of sustainable tourism in the targeted area.

To achieve this aim, the study has conducted four different types of surveys to assess the quality of a provided service from four different prospective, the customers, business owners, the mystery shoppers, and field visit by specialists from the team members. The respondents were asked to rate their opinion about services quality by select from a list which were measured on a five-point Likert scale, with “5” indicating “very satisfied” and “1” indicating “very dissatisfied. All questions were designed to measure how users, service providers, mystery shoppers, and quality control expert to interpret and evaluate the service quality and obtain insights that measure the service performance and perception against the intended service promise. The results revealed that the overall average of quality of the services ranked between poor and fair

Keywords: TQM, Tourism, Service Quality Management,

DOI: 10.7176/JTHS/51-05

Publication date:October 31^st 2020